Three 'The Big Fish'

There's plenty more fish in the sea, they say, and it turns out they're all more than willing to tell you about Three's new ˜all you can eat everything plan. This full CG 30sec spot by Boys and Girls was concepted, animated and directed by Framestore, all on a remarkably swift three and a half week schedule.

It was a short schedule by anyone's standards, but the approach of putting a bit more creative control into one place and having a one-stop creative solution, from concept to CGI to directing, can be more efficient. You don't always need to take the scenic route to get a great resultâ€ said director Diarmid Harrison-Murray.

The agency gave us the brief and from there we started designing the fish and creating storyboards. These were then developed into an animatic that demonstrated the stylized look we wanted the commercial to have and, with that set, we moved onto modelling, rigging and animation.

Directing in-house, we collaborated with Boys and Girls to develop the spot together, and the agency put a lot of faith in us and allowed plenty of artistic freedom throughout the process, which helped us work so quickly.

The fate of the final link in the food chain, the giant Octopus, was one of our own script evolutions for example - we liked the idea of him waking up from a dream only to realise he's not a giant sea monster, but someone else's lunch.